Picture source: ThinkStockFlipkart-owned online fashion portal Myntra and Jabong will bring together their back-end operations and supply chain for stronger integration.While the consumer-facing platforms continue to run independently, the two have started to differentiate with Jabong primarily focused on a young and female demographic.

Jabong, which was acquired by Myntra in July for $70 million, will see the launch of multiple private labels from Myntra.

“We will be launching Myntra brands such as Dressberry, Roadster, HRX, and Mast & Harbour among others. We are also looking to revive some of the exclusive private labels of Jabong such as Sangria and Miss Bennett London. Myntra logistics will also be one of the partners for Jabong which already uses Ekart for shipping,“ said Gunjan Soni, head of Jabong and chief marketing officer at Myntra. She added that the platforms will also look at interoperability of technology apart from collections from stars like Alia Bhatt, who had designed a clothing line for Jabong in 2015.

The two fashion verticals, Myntra and Jabong, command a 45% market share in the vertical space. Along with parent company Flipkart, their share in the fashion segment is pegged at about 75%.

Myntra and Jabong together are likely to post a revenue of Rs 6,000 crore for FY 2016-17, according to Ananya Tripathi, head of strategy and planning at Myntra.

The company had earlier stated that Myntra and Jabong will post a GMV of $1 billion by the end of the fiscal.

“While the contribution of offline to the revenues will be lesser, it is a platform for experience. We also plan to scale up the offline stores for Mango post July,“ said Tripathi. Myntra launched its first physical store for its private label Roadster which has a current run-rate of Rs 600 crore. It expects Roadster to reach Rs 1,000 crore of sales by 2019, while another of its large private labels HRX is at Rs 120 crore.Private labels will contribute to 21% of Myntra's business for FY 2016-17. The online fashion vertical has 14 private labels.